ass marketing techniques that were used in the twentieth century,
like many other techniques from that era, are pretty much out of
date. Reaching potential customers using television and newspaper
ads still works, but it’s not the most efficient way to advertise.
Traditional methods of advertising target a large group of people. Generally,
that means large sections of the audience that see an ad won’t be interested
in it at all. As a result of that “blanket” type of advertising, companies spend a
(relatively) large amount of money to reach a small segment of the population.
One way that advertisers have found to improve the success rates of their
advertisements is through contextual targeting. Contextual targeting is basi-
cally the practice of placing ads in a specific medium based on the elements
surrounding the ad.
Here’s an example: Open up any women’s magazine (or men’s, or even chil-
dren’s) and look at the advertisements. Maybe one of the articles in the maga-
zine is about weight loss. Along with the text in the pages of the article and at
the end, you might find advertisements for online dieting services, diet pills,
or even gym memberships.
These advertisements are placed in context based on the content of articles
with the assumption that someone reading an article on weight loss might be
interested in dieting services, diet pills, or gym memberships. This is contex-
tual advertising — the act of placing ads in the context of the content that will
surround those ads.
IN THIS CHAPTER
What is behavioral targeting?
Taking advantage of behavioral
Understanding and Using
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